As the importance of data to drive business value has grown, it has moved out of the information technology domain and into the awareness of the C-suite. There, like the muffins on the boardroom table, the fresher the insights arrive, the better they are.

“If you want to be data-driven, the data should be available for business consumption as it is being generated — very near real time,” said Avi Deshpande, (pictured, right) head of architecture at Logitech Inc.

Deshpande and Anthony Brooks-Williams (pictured, left), chief executive officer of HVR Software Inc., spoke with Keith Townsend, guest host of theCUBE, SiliconANGLE Media’s livestreaming studio, during AWS re:Invent. They discussed how to get access to real-time data analytics that drive business value. (* Disclosure below.)

Logitech delivers connectivity to customers

If the brand Logitech makes you think mice; think again. While computer peripherals are still a core part of its business, the company now incorporates co-brands that compete in the gaming, video collaboration, music, and even security sectors.

One thing connects most of the products Logitech sells: They are connected. “Customers won’t buy non-connected,” Deshpande said.

While from the customer’s point of view being connected enhances the user experience, the data created by the device can provide invaluable information on how the product is performing and how the customer is using it. After all, happy customers become repeat customers.

“The intent is to have a connected experience where you could provision a feedback loop with the engineering team to ensure stability of the product but also enhancements around that product,” Deshpande added.

What does it take to become data-driven?

Heading toward the goal of becoming 100% data-driven, Logitech has made a shift toward more public cloud usage with pure software-as-a-service environments in AWS over the past five years. There are three ‘V’s to big data, according to Deshpande: the variety, the volume, and the velocity that you want to consume it.

To manage the massive variety, massive volume and massive velocity of data, modern data-driven organizations need tools that have flexibility around delivery endpoints and support high data volumes.

This is where HVR provides its expertise. “We can move that data efficiently at scale across the network and then put it into a system such as Snowflake running in AWS as we do for Logitech,” Brooks-Williams said, explaining how HVR replicates Logitech’s enterprise resource planning data into Snowflake in the AWS cloud for real-time process and consumption.

Instead of the old extract-transform-load pipeline, “today we do ELT: We extract, load it into the target and natively transform it as needed for the business consumption,” Deshpande stated.

Data is the lifeblood of the organization, according to Brooks-Williams. “There are more data-savvy people sitting on the business side of the organization than used to sit on the IT side … [and] they know that in order to get that advantage, to win, to survive in today’s times they need to be data-driven organizations,” he concluded.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s coverage of AWS re:Invent. (* Disclosure: HVR Software Inc. sponsored this segment of theCUBE. Neither HVR nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE